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Boston, MA -- (SBWIRE) -- 06/13/2014 -- The modern Austrian consumer regards a well-groomed and attractive appearance as an integral part of the expression of their character and personality and part of their lifestyle. This is supported by high living standards and the high disposable income levels in Austria. In addition, the abundant leisure time which Austrian people have at their disposal allows them to continue to socialise and network and focus on enjoying life. The use of use fragrances has become an integral part of this social lifestyle and this is further accentuated by the rise of celebrity and youth culture and the extensive coverage of these topics in the Austrian media. The high-profile advertising campaigns which are conducted by Austria's leading fragrance companies featuring celebrities and socialites have also had a major influence on the collective imagination of Austrian consumers. As a result, fragrances add glamour and a touch of luxury and this makes them must-have components for all modern Austrian consumers.

Proctor & Gamble led fragrances in Austria in 2013 with a value share of 20%, followed by Coty Prestige with an 18% value share. Both of these companies have expanded aggressively into fragrances in recent years through the acquisition of licenses for the leading brands. Currently, the business strategy of each of these companies in fragrances in Austria is to divest their respective brands as soon as they become less lucrative whilst frequently launching a high range of new, celebrity endorsed fragrances. Thus, brand turnover is set to remain high in fragrances as the capacity for specific fragrances to generate revenue is linked to the popularity of the celebrity behind it, which tends to be extremely ephemeral in the modern marketing environment.

Industry Prospects

The allure of fragrances is set to continue attracting modern Austrian consumers, many of whom will be drawn to fragrances throughout the forecast period. This is set to be further supported by the extensive and effective marketing activities of the leading manufacturers of fragrances in Austria. Thus, fragrances is expected to increase in value by 19% in constant 2013 terms over the course of the entire forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Austria with research from Euromonitor's team of in-country analysts.

If you're in the Fragrances industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

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